Picture of virus under microscope

Research under the microscope...

The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs.

Strathprints serves world leading Open Access research by the University of Strathclyde, including research by the Strathclyde Institute of Pharmacy and Biomedical Sciences (SIPBS), where research centres such as the Industrial Biotechnology Innovation Centre (IBioIC), the Cancer Research UK Formulation Unit, SeaBioTech and the Centre for Biophotonics are based.

Explore SIPBS research

Marketing orientation and its determinants : an empirical analysis

Avlonitis, George and Gounaris, Spiros (1999) Marketing orientation and its determinants : an empirical analysis. European Journal of Marketing, 33 (11/12). pp. 1003-37. ISSN 0309-0566

Full text not available in this repository. (Request a copy from the Strathclyde author)

Abstract

While a strong association between marketing orientation development and company performance has been established, the understanding of the marketing orientation remains unclear since some studies have suggested a philosophical nature for marketing orientation and some other studies concluded that marketing orientation represents a behavioural notion. As a result of this antithesis, research has not proceeded in the investigation on the factors that determine the degree of marketing orientation development. A study shows that marketing orientation should be conceptualised synthetically since it represents the integration of a certain culture with specific behaviour. It closely examines the major determinants of marketing orientation development. Although exploratory in nature, the study suggests that marketing orientation development is determined by company-specific, as well as by market-specific factors with the former having a facilitating effect and the latter a coercive effect.